Customer experience maps

Understanding how your customers think, feel and behave can give you the insights to develop your product strategy

A customer behaviour map allows you to see the full picture of how your customers approach using your product. It includes all parts of their journey from research, product choice, triggers and interaction across all channels to post product usage.

The customer behaviour map can then be used to perform a gap analysis on your product and those of your competitors. This can highlight both short-term changes as well as the long-term strategic insights to leap frog the competition.

Understanding how your customers think

How we uncover the insights

cxpartners gathers user requirements to help build up a picture of how a user views a product or process.

It sounds simple, but when you make sure that a service meets their expectations and requirements, users can complete their tasks more easily and feel more satisfied with the outcome. This can lead to dramatic increases in conversion.

What are task interviews?

Task interviews are interviews aimed at understanding users’ behaviour and preferences when performing a certain task (such as booking a holiday).

In a task interview the user is asked to recall a specific task that he or she has completed in the recent past. We prefer recall (‘what did you do when…?’) to speculation (‘what would you do if…?’) because there is a huge body of evidence to show that users’ speculation on how they might behave in future has no relation to how they actually behave in real life. Previous behaviour is a far better predictor of future behaviour.

How we make a difference

Our task interview technique encourages users to talk about their feelings as well as their behaviour – so we can understand the full context of the process they go through. We also ask users to go over a task repeatedly, which helps them to remember tiny (important) details.

Other ways of discovering user requirements

The techniques we use to understand business requirements are also useful for getting under the skin of user requirements.

For example, call centres are a rich resource for understanding users better. We can hear the conversations people want to have with companies and the language they use to do so.

This understanding helps us to order processes better and offer the right support along the way.

cxpartners also observes and listens to customers in the real world. We’ll watch at ticket machines, check-in desks, shop counters and anywhere else where a customer transacts with a company. We’ll be looking for barriers people have in completing a task, and the things that shouldn’t be changed, in order to help perfect the user experiences we create.

We can do this internationally too. Aligning needs across multiple locations and in multiple languages is something we’re good at.

Once we have the insights we help develop the strategy

Once we have the understanding of the customer we facilitate a workshop to map the behaviour against your current product.

We develop a customer experience map highlighting the short-term gaps that need to be filled as well as the long-term strategy to meet your customers’ needs. Customer experience maps are the perfect companion to your product roadmap – highlighting the customer need for a feature and the benefits of introducing it.